Los Angeles, CA – July 2025 – YuMe Toys, the fast-growing force in the global toy industry, has made three key hires as it continues to scale operations and expand international reach. The company is pleased to welcome Paul Fish as Head of The Americas, Ben Ibarra as Director of Sales, Americas, and Michelle Phillips Jones as Global Marketing Director.
Each brings deep industry experience, a global outlook, and proven ability to drive growth through smart strategies and strong partnerships.
Paul Fish joins YuMe with over 30 years of experience in the toy industry, including senior roles at Mattel, Spin Master, and Bandai. His background spans marketing, sales, and product development across the U.S., Europe, and Asia. Paul is widely respected for his ability to translate entertainment IP into commercially successful and culturally resonant product lines. Based in the U.S., Paul will focus on strengthening YuMe’s presence across the Americas and supporting global growth initiatives.
Ben Ibarra takes on the role of Director of Sales for the Americas. With two decades of experience in buying, licensing, and retail execution, Ben has worked with top-tier properties from Disney, Hasbro, Marvel and DC Comics to Universal. His deep understanding of retail dynamics, especially at Walmart, where he’s built long-standing relationships --makes him a key addition as YuMe expands its retail footprint. Ben recently relocated to Bentonville to further embed YuMe’s strategy at the heart of U.S. retail.
Michelle Phillips Jones joins as Global Marketing Director, based in Los Angeles. Michelle brings a multifaceted background in brand marketing, licensing, and international strategy from companies including MGA Entertainment and Jazwares. She has launched and grown global franchises such as Squishmallows, Rainbow High, L.O.L. Surprise!, Hello Kitty and Friends, and Pokémon. Michelle’s focus will be on building integrated brand campaigns and supporting international go-to-market strategies across YuMe’s portfolio.
“Each of these hires adds strength where it matters most—insight, execution, and global perspective,” said Michael Kwan, CEO of YuMe Toys. “We’re building for long-term growth and innovation, and these are the right people to help drive that forward.”
YuMe Toys continues to expand its global team as part of a long-term strategy to bring original, collectible, and fan-driven products to market with creativity, speed, and impact.
Read more: https://toybook.com/yume-toys-bolsters-executive-team/
About YuMe Toys
YuMe Toys, part of the Maxx Group, creates toys and collectibles that empower fandom and play. From immersive unboxing experiences to collector-quality plush and novelty items, YuMe products are distributed in over 40 countries through multiple retail channels.
Media Contact
Yogan Yoganandan
Public Relations & Advertising lead
+44 774 779 1615 www.yumetoys.com